It is dumping non-core brands, modernizing factories and overhauling product development to take advantage of global strengths.
That same necrotic quality can easily be applied to Britain's two historic parties of government, and it seems particularly relevant to the Blairities, whose brand of "modernizing" swallowed whole the myth of markets knowing best.
In the same way we modernized our brand, we are modernizing how we bring our shows to our audience.
In 2013, Birkenstock hired its first director of product and design, Rudy Haslbeck, who was charged with gently modernizing the brand.
Mr. Simons definitely seems to be getting there at Dior — meaning that he is modernizing the brand by using fabrics like metallic silk.
"My guess is you can take the Atlantic City brand and help modernize it," said Howard Buford, president of Prime Access, a marketing firm specializing in Hispanic, African-American and gay consumers.
Dana Gers has spent most of her career working in marketing communications for luxury companies, where she specializes in modernizing established, classic brands.
The dress transformed both women: Ms. Middleton into the image of a future queen; Ms. Burton into the quiet, modernizing voice of a brand that gradually, and by necessity, will rely less on its founder's singular vision.
Xanthe Wells, executive creative director at Pitch, says that Mr. Furse "has a vision" for Maaco, adding, "He came to us and knew he had to modernize the brand, make the user experience better top to bottom".
He watched his father, an Egyptian Muslim scholar, pioneer interfaith dialogue in 1960s New York; led a mystical Sufi mosque in Lower Manhattan; and, after the Sept. 11 attacks, became a spokesman for the notion that being American and Muslim is no contradiction — and that a truly American brand of Islam could modernize and moderate the faith worldwide.
